Are You a Printer? 7 Solid Suggestions for Standing Out in a Crowd


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I don’t envy commercial printers. Imagine having to explain why your work is better than all of your competitors in a seriously crowded field. Finding new words and new ways to describe your products and services can wear you out.
Printers have to dig deep. And they have to be original.
If you put me on the spot and asked me what I’d do to set myself apart if I were a printer, I’d suggest these 7 ways:
- Be brutally honest and identify specifically what you do best and for whom. Are there certain products you’re known for? Do you serve a few key industries? Doing all things for all types of customers is not a helpful (or recommended) approach.
- Figure out what your company’s personality is. Be true to it. It should be reflected in your sales approach, your web site, your promotional materials, any direct mail, and all social media activity. I’ve worked with dozens of printing firms, and no two are alike.
- Demonstrate that you understand marketing and new media trends. I don’t know any corporate print buyer who prefers working with a printer stuck in yesteryear.
- Flaunt whatever it is you’re doing that’s innovative. Share your most creative offerings, technologies, and services in every channel in which your market hangs out.
- Give your ideas away. This is what social media is all about – not selling. Blogs and videos are also great ways to give away your insights and tips. Tell; don’t sell.
- Send your most exciting & exquisite samples. Include a short story about each sample – production notes, challenges overcome, why it’s noteworthy. Make it memorable.
- Feature your employees. Start with your customer service team and any other “customer-facing” group of employees. Introduce your pressmen and presswomen. If your printing company is a small business (most are), then feature your employees on your web site and in other customer communications. This lets prospects and customers “inside.” You’ll help build a personal bond and a business relationship.
These 7 ideas will help any printer.
© 2014 Margie Dana. All rights reserved.
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